By Christopher Lyon, NTEA Director of Fleet Relations
This article was published in the August 2018 edition of NTEA News. Access issue (member login required)
Your fleet customers face issues every day — but these challenges can become opportunities for truck equipment upfitters, distributors and manufacturers. Understanding fleet problems and becoming a solutions provider can enrich your business and strengthen the supplier-customer relationship. Beyond typical issues such as limited (or no) ability to replace equipment due to budget constraints, there are ways your company can help customers solve some of their difficulties.
Internal fleet knowledge
Some fleets experience a twofold problem — lack of internal fleet knowledge and understanding of all available options. This is partly due to employee turnover and general downsizing of administrative operations, which results in decreased knowledge of all the aspects of operating a vocational fleet. As such, fleet managers don’t have the support to efficiently run their fleet. This can be an opportunity for your company.
The work truck industry is constantly changing — incorporating new technologies and producing more efficient vehicles. Fleets may struggle to understand all their options and how they can work within their operations. Positioning your sales and marketing staff to become knowledgeable on these advancements as well as how they can reduce customers’ bottom line can put your business in an invaluable position.
More than sales
In almost any profession, customers have had a bad sales experience — whether something was over-promised or under-delivered. This can make sales calls that much more difficult and less productive. However, if you can become an educator instead of a salesperson, you will be well positioned to inform fleet buyers how your products can fit within their organization. To become an educator, you’ll need to overcome the salesperson stigma. This can take time, but once accomplished, you become a trusted resource.
Start by ensuring a complete understanding of your products, and be realistic with your customers. One bad experience will negate several positive ones. Second, spend time with your customers. Understand how their equipment is used, and how you can help increase productivity and decrease bottom line.
Fleets are always looking for ways to improve their operations, but it also comes down to lack of internal knowledge. Taking the time to identify opportunities and becoming a solutions provider will go a long way. Offering feasible answers brings your organization credibility, which earns trust. Then, you can become a preferred supplier and vital resource to your fleet customers.
For more fleet information, contact Chris Lyon or visit ntea.com/fleetresources.
